In addition to understanding traditional media, advertisers and agencies now also need to speedily understand and react to changing sentiment and changing market conditions driven by online and social communication. In order to maximise the value of campaigns it is necessary to understand online behaviour in real time and from real customers.
Potentiate’s next generation digital profiling technology allows the collection and delivery of critical digital data in real time providing transparency, accountability and added value. Based on proprietary identification of unique devices, Potentiate is also able to understand behaviour across ISPs without reliance on cookies. This technology enables messages to be targeted to value customers in real time, based on behaviour.
This digital data can be added to other data to enhance competitive strategy and multi media campaign reporting. Potentiate’s live data visualisation reporting tools allow easy access to multiple data sources.
Communication and advertising agencies put together many sources of data regularly to provide campaign and other reporting to advertiser clients. These reports are often dense with lots of dashboards. Bespoke data visualisation designs lift these reports to a high level of engagement for advertisers. Agencies gain efficiency and client engagement.
Potentiate is currently working with a niche online publisher to measure visitor behaviour in real time and understand the broader online search behaviour of subscribers. This publisher is able to review visits to competitor sites which enables them to ensure they have the right content to retain interest. This data is also used to provide feedback to advertisers to demonstrate, in real time, the effectiveness of campaigns and justify premium rates for accurately profiled targets.